从有效的商业市场策略工具的角度选择一个真实的市场营销活动，批判性地评价活动，是可口可乐活动，动漫家居。这项运动的目的在于提高认识，拨款资助世界野生动物基金，重塑可口可乐的形象和增加销售（Artic Home，2013）。这反过来导致公司自我改造，重建自我，然后重新品牌。活动中使用的沟通方式包括广告包装，电视，印刷，手机，互动和社交网络。从这个角度来看，这场运动是一个互惠互利的伙伴关系的例子，这个伙伴关系是负责保护的组织和一个跨国公司（Artic Film，2013）。世界自然基金会通过可口可乐公司大量收集的资金获得了这些收益，而另一方面，通过商业获得公众意识增加了公司的附加值。可口可乐公司的使命是通过对环境友好，负责任的公司来建立信誉。大约1.4罐的运动标签只是表示公司打算建立自己的形象，从而提高产品的需求（Leiss等，2005）。另外，可口可乐在近百年来一直使用北极熊的形象，而北极家则代表着可口可乐自有品牌技术的另一个契机。可口可乐和世界自然基金会通过把重点放在北极熊的谈话上，而不是促进更复杂和更程序化的过程来管理这个地区，从而引起了公众的兴趣，从而得到了他们的支持。
A real life marketing campaign selected to evaluate critically the campaign from the perspective of effective commercial market strategy tool is, Artic Home, Coca Cola Campaign. The objectives of this campaign lie in raising awareness, allocating funds for assisting the world wildlife fund, re-branding the image of Coca-Cola and increasing sales (Artic Home, 2013). This in turn caused the company to revamp itself, re-establish itself and then re-brand itself. The communication approach used in the campaign was comprised on advertisement packaging, TV, printing, mobiles, Interaction and social networking. From this perspective, the campaign acts as an example for a partnership mutually beneficial to the organization responsible for conservation and a corporation which is transnational (Artic Film, 2013). The benefits are obtained by WWF through funds collected substantially by the company Coca-Cola whereas on the other side, the awareness of public through the commercial grew adding value to the company. Coca-Cola has mission to gain advantage through reputation establishment as that company which is friendly towards environment and very responsible. The labels of the campaign on approximately 1.4 cans simply indicated that the company intends to build its image and hence enhance the demand for its products (Leiss, et al., 2005). Additionally, Coca-Cola has been using the image of polar bear for almost a century and Arctic home represents another tie-in with Coca-Cola’s own branding technique. By keeping a focus on conversation of polar bears rather than promoting more complicated and procedural process to manage the region, Coca-Cola and WWF have helped generate the interest of the public and henceforth gain support from them.
From the perspective of successful key factors, 4 main considerations were shared between Coca-Cola and WWF which were inclusive of partnering, championing leadership, being true to equity in brand and innovating as well as risking to learn from risk filled experiences. The lessons learnt after the implication of this campaign were inclusive of always having room to collaborate, deferring with the perspective of the experts, simplifying mechanics for participating and carefully considering the role played by every medium of communication (Littler, 2009).